英语-浅析二维码营销在印刷业中的延伸服务

1、CONTENTS CHINESE ABSTRACT.1 ENGLISH ABSTRACT.2 CHAPTER 1 INTRODUCTION3 CHAPTER 2 QR CODE AND QR CODE MARKETING(SM)4 2.1 Definition of Qr Code.4 2.2 Characteristics of Qr Code.4 2.3 Qr Code Business Model.6 2.4 Qr Code Marketing .7 2.4.1 Concept of Qr Code Marketing .7 2.4.2 Three Strategies of Qr Co

2、de Marketing .8 2.4.3 Characteristics of Qr Code Marketing.9 CHAPTER 3 MARKETING STATUS AND PROBLEM ANALYSIS OF PRINTING INDUSTRY 3.1 Printing Industry .10 3.2 Development Status of Printing Industry and Qr Code Marketing .10 3.3 Values of Qr Code Marketing in Printing Industry.11 3.4 Problems Exist

3、 in the Qr Code Marketing .12 CHAPTER 4 CASE ANALYSIS_PEKING LIBRARY BUILDING .14 4.1 Brief Introduction of Peking Library Building .14 4.2 Specific Forms of the Qr Code Application in Peking Library Building 14 CHAPTER 5 QR CODE MARKETING RECOMMENDATIONS IN PRINTING INDUSTRY 5.1 Recognize and stren

4、gthen the content advantage 16 5.2 Use Qr Code Effectively .16 5.3 Train the Target Customer Base .16 5.4 Focus On Control of Market Segments.17 CHAPTER 6 CONCLUSION .18 ACKNOWLEDGEMENTS 19 REFERENCE .20 1 摘摘 要要 移动互联网的普及给我们的日常生活和商业带来了巨大的影响，二维码营销的 兴起就是一个绝佳的证明：如今，二维码已经融入了普通人的生活，也为企业提供 了一种全新的营销模式。对于印刷行

5、业来说，将二维码印刷到纸质媒体上可以将潜 在客户和消费者引入不受纸质限制的网络空间，让消费者能获得关于产品的更多信 息，甚至能引导消费者直接在线下单。本文主要讨论传统纸质媒体在信息传播、自 身销售推广等方面所存在的不足，通过与传统纸质媒体对比，以及结合目前二维码 在印刷业的发展现状，分析其优劣势，取精去粕，从而探究印刷业中二维码未来的 发展建议。 关键词： 二维码营销 印刷业 二维码创新 新媒体 2 Abstract The popularity of mobile Internet has a huge impact on our daily life, esp. on business.

6、The rise of qr code marketing is an excellent proof: at present, two-dimensional code has integrated into the life of ordinary people, providing all industries a new marketing model. For the printing industry, printing the qr code on print media can introduce the potential customers and consumers in

7、to cyberspace without the limitation of traditional paper-based media, so that consumers can get more information about the product, or even be stimulated to place an online order directly. The shortcomings on the dissemination of information and the sales promotion of the traditional print media ar

8、e mainly discussed in the article. Compared with the traditional print media, and combined with the current development status of qr code, the strengths and weaknesses of two-dimensional code are analyzed. Through this analysis, more emphasis can be laid on developing codes advantages and improving

9、its disadvantages, which can contribute to the innovation of printing industry in the future. Keywords: Qr Code marketing printing industry Qr Code innovation new media 3 Chapter 1 Introduction Marketing refers to a kind of economic behavior, that is to say, the enterprise makes products according t

10、o the market demand and sells them to customers through certain means or methods which are varied and have a long history. (赵迪, 李振婷, 2014:90) In recent years, with a wider audience, qr code has quickly taken the position of traditional marketing. At present, the domestic qr code marketing develops a

11、ctively. It is widely used in the business which marks the qr code marketing era comes. In terms of printing industry, qr code can be printed on a variety of print media, that is, the extension of variable data printing could be achieved. For example, for pressure-sensitive label printing enterprise

12、s, two-dimensional code label is a companys new profit growth point. It is obvious that the printing is the simple part in the whole process, decoding and the applications are the decisive factors of its development. The industry has been trying to enhance the printings attribute as a means of media

13、, and avoid being reduced to general product. Cooperating with mobile network, qr code would be a potentially powerful tool to support the development of the print media. Although qr code is still developing, if the enterprises cannot catch this opportunity and wait till all conditions are mature, t

14、hose competent printing companies would miss this great chance. Specifically, those enterprises, which are not ready to provide customers with online printing procurement, variable data printing, catalog management and tracking, dont have the conditions of intergrating qr code into its service syste

15、m. Correspondingly, those, which have abandoned its inherent thinking and penetrated into cross-media field, could make two-dimensional code on the basis of its own comprehensive media system, or cooperate with other media services companies to enter the two-dimensional code market. 4 Chapter 2 Qr C

16、ode and Qr Code Marketing 2.1 Definition of Qr Code QR code, abbreviated from Quick Response Code, is the trademark for a type of two- dimensional bar code. It consists of black squares arranged in a square grid on a white background, which can be read by an imaging device and processed using Reed-S

17、olomon error correction until the image can be appropriately interpreted. The required data are then extracted from patterns that are present in both horizontal and vertical components of the image. A bar code is a machine- readable optical label that contains information about the item to which it

18、is attached. It uses four standardized encoding modes (numeric, alphanumeric, byte/binary, and kanji) to efficiently store data. (沈超, 2015:21) It is commonly recognized that qr code is one of Bar codes, and it can simultaneously express information in both horizontal and vertical directions. As a re

19、sult, the qr code can store more information. Besides, it is also different from one-dimensional code which is required to be aligned with the scanner when scanning. Currently, Wechat qr code has the market value for its large number of users and automatical background operation system. 2.2 Characte

20、ristics of Qr Code It is widely accepted that informatization is the trend of the times, qr code is regarded as a kind of portable data files. Its distinctive characteristics are as follows: 2.2.1 Large Information Capacity In the first place, the qr code pattern can accommodate 250 1100 characters

21、per square inch. On the international general standard cards, it can hold 2729 digital characters or 1848 alphabetic characters, the equivalent of 500 Chinese characters. In the second place, the difference between one-dimension code and two-dimension code must be their information capacity. The mes

22、sage expressed by one-dimension code only contains letters and numbers, and its space utilization is low. This led directly to the one dimensional codes limited data capacity. However, qr code can express more diversified information, including letters, voice, image, etc. So its information capacity

23、 is larger than that of one-dimension code. Besides, it 5 is worth mentioning that for qr code, supporting Chinese characters can be the key to breaking into the Chinese market. 2.2.2 Good Security and Anti-counterfeiting Performance The qr code with the feature of multiple anti counterfeiting can a

24、dopt a variety of encryption measures for security, including password security, software encryption, or their own information, such as their fingerprints, photos. Therefore, its confidentiality is extremely strong. Qr code anti-counterfeiting technology has three advantages: first, qr code anti-cou

25、nterfeiting system links to a mobile website, after scanning qr code, the customers are able to not only verify the authenticity of a commodity, but also learn some security matters such as the production process, the origin of the goods on the website. This can let the customer know products in all

26、 aspects and strengthen their confidence in product security. Second, the enterprises can show their company and product information on this platform, letting the consumers have a deeper understanding of the corporate culture while they have a comprehensive understanding of the product. To some exte

27、nt, it could not only be conducive to cultivating customer loyalty, but also complete the secondary marketing of the products. Finally, the enterprises can make use of its anti-counterfeiting code, setting effective times of scanning. This technique raises the difficulty of copying the anti- counter

28、feiting code, effectively eliminating the possibility of copying. 2.2.3 Strong Correction Capability In terms of error correction, qr code uses an advanced error correction technique. Even if for some reason, the image is damaged in part sully, punch, breakage. As long as the impaired area is no lar

29、ger than 50%, the information still can be recovered and read. 2.2.4 Low Cost Some printing devices, for example, the laser printer, ink jet printer, dot matrix printer and so on, are used to print the qr code on paper, plastic, PVC easily, even on the surface of metal. During the production process

30、, the only expense is the cost of ink. That is why it could be called “zero cost” technology. 6 2.2.5 Wide Range of Application With the rapid development of mobile Internet and the popularity of mobile terminals, people pay more attention to their experience and the information interaction, sharing

31、. Because (加of) the fact that qr code application is no longer limited by time, space and hardware devices, it is widely used in product quality traceability, logistics, warehousing, information acquisition, site jump, product promotion, advertising push, mobile telephone manufacturer and membership

32、 management, etc. First of all, in terms of product quality traceability, timely tracking of material circulation can be realized through the qr code. Second, in terms of logistics and warehousing, qr code can be quick to respond to the logistics, information flow monitoring and efficiency. Third, i

33、n terms of information acquisition, users can scan qr code for a variety of news and information, personal business cards, maps, WIFI password, data, etc. Fourth, in terms of website jump, users can also scan qr code to jump to the corresponding site by mobile phones. On the one hand, it is convenie

34、nt for the user; on the other hand, it brings the huge flow to the site. Fifth, in the aspect of advertising push, by scanning code, users can browse directly to video, audio, advertising. At present, many traditional media are using the qr code in the media for advertising. In addition, in terms of

35、 sales promotion, the electronic coupons and draw can be done by sweeping through code; and in the member management, users can scan code for electronic member information, VIP service. 2.3 Qr Code Business Model Because the qr code market entry threshold is not high, the majority of large companies

36、 now regard the qr code as the tool of information carrier. (Muge Klein, 2014:10) And according to their different qr code market operations, two-dimensional code business model can be divided into three categories. First of all, the giant Internet companies develop by themselves. For example, the T

37、encent develops its corresponding qr code applications in its own right, regarding qr code as WeChat standard tool and mobile portal. So qr code and WeChat would constitute a unified closed-loop business model, sharing the business value with WeChat. Second, qr code company is able to provide its cu

38、stomers with hardware and authentication, forming a business closed loop from sending code, column data to the certification, but most of consumption data flow into customer 7 data platform, such as Shanghai Yima cooperates with Ju.Company, the main income mainly depends on service fee paid by their

39、 customers. Lastly, qr code companies would provide a free platform, allowing the users to complete a series of work on qr code scanning, generation, production, and statistics, but the essence of this model is the data mining and analysis of the company. Although the qr code has been applied widely

40、 in China, compared with other countries such as Japan and South Korea, Chinas qr code marketing is still in an early stage of development. And Japans qr code mobile terminal commercial time started at least four to five years ahead of our country, and its utilization rate has reached about 70%, the

41、 highest in the world. (Hemant Bamoriya, 2014:26) 2.4 Qr Code Marketing 2.4.1 Concept of Qr Code Marketing Qr code marketing refers to a new marketing method which guides consumers to scan the qr code, in order to promote the relevant product information, business promotion, and motivate consumers t

42、o buy, by spreading qr code pattern. (EA Martin, 2008:518) The Core of Qr Code Marketing Interactive Marketing Experience For most merchants and enterprises, qr code is a useful marketing tool. When using qr codes for marketing activities, the companies must take the advantages of qr code ma

43、rketing, that is, creating an interactive experience which is within easy reach. (S Okazaki, A Navarro, S Campo, 2013:137) Moreover, this advantage is reflected in consumers fragmentation of time, wise merchants should make full use of it. The Key to Qr Code Marketing User Experience In some

44、 ways, qr code marketing should focus on user experience, similar to promoting a new product. And this is the difference between qr code marketing and other marketing methods. Generally speaking, the traditional marketing cannot get rid of the passive state that the 8 target audience can only receiv

45、e information unilaterally. However, qr code marketing is able to break the limitation, communicating with potential customers interactively. Therefore, qr code marketing is popular among the corporates, but at the same time, it is inevitable that the propaganda is essentially the same. This require

46、s that before making a qr code marketing, companies must experience the marketing process in the perspective of the users. The Purpose of Qr Code Marketing The Satisfaction of Needs Many marketers often mix marketing and sales concepts up, but marketing is different from sales. Marketing is

47、born in the course of the development of the market economy. It is obvious that sale is to sell the product, but the purpose of marketing is to strive to meet the needs of consumers. As one of the network marketing, qr code marketing is also to satisfy the demands of customers, especially the custom

48、ers and consumers common needs in daily life. 2.4.2 Three Strategies of Qr Code Marketing At present, qr code has become an important marketing tool in business. So, how to make the most efficient use of qr code to draw the attention of consumers? Is it feasible to simply print the qr code on a hand

49、out or show in the advertisement? Im afraid that it is not the best method of qr code marketing. And in fact, qr code marketing should pay attention to the interaction skills, making the customer interested in qr code pattern, then scanning the image actively, learning and buying the product, or eve

50、n actively promoting this product.This is the true essence of qr code interactive marketing. Its strategies are as follows: Scanning Incentives In the time of offering qr code to consumers, enterprises should not forget to provide incentives to scan. Otherwise, it is difficult to arouse cons

51、umers interest of scanning qr code and learning products actively. As the name implies, those incentives are factors to guide consumers to scan the qr code. It refers to those things which can arouse customers interest and are in demand. The common scanning incentives include qr code design, product

52、s in demand, and the service consumers want to experience, etc. Real Return 9 Those incentives for scanning qr code are the answer to this question What the consumers can get after scanning the qr code? Indeed, its purpose is to guide consumers to scan qr code. However, far from being enough

53、, in order to further improve the probability of scanning the qr code, businessmen have to provide consumers with some real return. And for those who want the returns, it greatly improves the qr code scanning rates. Convenient Service It is obvious that qr code is a user-friendly technology.

54、 The biggest advantage of qr code marketing is that the code is able to interact with customers, so only businessmen bring more and better interactive experience to the consumers can leave customers a good impression, provide better service for them. 2.4.3 Characteristics of Qr Code Marketing With t

55、he popularity of qr code in commercial marketing activities, the market acceptance of qr code has already been very high, and the prospect is optimistic. The characteristics of Qr Code marketing are as follows: Conformability The emergence and rapid development of Qr Code can make up for the

56、 limitations of a single medium, it not only can help companies to realize cross-media integrated marketing, but also effectively solve the problem of information dissemination, which is conducive to the spread of brand information. Interactivity The advantages of the mobile terminal, print

57、media and the Internet are effectively integrated by the qr code, it not only can make the users experience enhanced, but also can solve a series of problems, for example, how the users interact with their consumers, and how to trade through different channels. Accuracy According to the char

58、acteristics of mobile terminals, qr code has access to a variety of media and every users record, and precise tracking, analysis. Apparently, it provides great reference values for the enterprises in terms of advertisement injecting. 10 Chapter 3 Marketing Status and Problem Analysis of Printing Ind

59、ustry 3.1 Printing Industry Printing is an indispensable part of modern communication medium, but now in the digital age, its leading position no longer exists. The shares of printing and publishing in the entire media market are declining. Therefore, some experts believe that the sharp increase in

60、the number of electronic media has greatly threatened the survival of print media. Just as Hamlet says when he is in the confusion: Be or not to be, this is a question. And so far, printing industry has now reached a crossroad. Statistics show that in 1995, the shares of traditional printing and ele